Abstract:

This chapter sets out to explain the concepts behind the use of sampling in market research. It outlines some of the main options available to the survey designer and discusses the way sampling is carried out in practice. More complex topics are only introduced, with recommendations for more detailed reading. If at the end you are still not sure that you understand sampling, you are recommended to read the clear exposition by Ehrenberg; if you want practical advice on how to draw a random sample, try the chapter by Hedges; and if you want to follow the subject through in detail, go first to Kish.